The folks who wrote Citizen Marketing (which by the way, needs a better cover, we all judge books), blogged about the post Super Bowl Ad buzz, particularly around a few infamous 'contest ads,' namely the Doritos one (show below), and used a lot of marketing terminology that I, as a marketing major, sadly, don't quite understand.
However, the jist of it, at least as far as college age goes (which is all that I'm worried about), is the shift in what advertising does. It's no longer market education, it's remarkable marketing. They don't tell us ABOUT products any more. We know all about Bud Light. We get it. Make a funny commercial, and we discuss it, and vote on it on You Tube, blog about it, and eventually, it may get my to purchase some Bud Light the next time I'm choosing between moderately cheap beer.
Just educating us isn't enough any more. If you're going to interrupt us, and yes you are interrupting our regularly scheduled programming, you better make it good, 'cause otherwise we zone it out. We are GREAT at zoning things out by now.
I once read that advertising execs were a dying breed. It said that people sitting on their computer would create better campaigns for a tenth of the price. I think they're right. The ad execs are too far removed. The Doritos commercial was creative, I laughed. They even educated me, as, in a later commercial, I learned that they have a bunch of new flavors. I may go try one.
Comments